SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies

1,856 views
1,733 views

Published on

This is the presentation I gave at SMX 2014 about developing content strategies for your brand and your clients.

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,856
On SlideShare
0
From Embeds
0
Number of Embeds
603
Actions
Shares
0
Downloads
20
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies

  1. 1. BIG CONTENT STRATEGIES By: Aaron Friedman SMX ISRAEL 2014 @aaronfriedman
  2. 2. @aaronfriedman
  3. 3. @aaronfriedman
  4. 4. LET’S TALK ABOUT @aaronfriedman
  5. 5. LET’S BUILD A @aaronfriedman CONTENT STRATEGY
  6. 6. LET’S @aaronfriedman ABOUT
  7. 7. “Others have seen and asked Image Source: http://i.huffpost.com/gen/831576/thumbs/s-PABLO-PICASSO-large640.jpg?4 @aaronfriedman …
  8. 8. … I have seen Image Source: http://www.caribousmom.com/wordpress/wp-content/uploads/guernicamural.jpg @aaronfriedman and asked .” -Pablo Picasso
  9. 9. AARON FRIEDMAN Director of SEO at @aaronfriedman www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman That head pops up in all sorts of random pictures!
  10. 10. I HAVE DONE SEO FOR SOME @aaronfriedman COMPANIES
  11. 11. RANKING IN GOOGLE IS A FUNNY THING @aaronfriedman
  12. 12. RANKING IN GOOGLE and ridiculous IS A FUNNY^THING @aaronfriedman
  13. 13. HERE WE ARE PREACHING CONTENT IS KING Image Source: http://www.desktopedia.com/images/wallpapers/Camera%20Filter%20Love%20Heart%20on%20Book-251774.jpeg @aaronfriedman
  14. 14. BTW, he didn’t really say that… knowing is not enough, we must apply… willing is not enough, we must do -Bruce Lee- BUT WE AREN’T WILLING TO MAKE CONTENT @aaronfriedman
  15. 15. WE ARE STILL FOCUSING ON THE WE ARE STILL FOCUSING ON THE WRONG THINGS Guest Blogging (FYI: You better stop this soon) Keywords and volume STAHP targeting irrelevant keywords because they have volume. @aaronfriedman THINGS
  16. 16. WAIT… WTF WAS THAT? @aaronfriedman
  17. 17. @aaronfriedman
  18. 18. SHAKING S#*T UP Recent Changes from Google have made it impossible to keep the status quo @aaronfriedman
  19. 19. ALGORITHIM UPDATES 86 Changes in June & July @aaronfriedman 65 Changes in August & September
  20. 20. ALGORITHIM UPDATES PANDA Making a tweak to Panda just mere weeks before it went live @aaronfriedman PENGUIN This is a real Google engineer consulting staff before the launch
  21. 21. NOT PROVIDED APOCALYPSE [NOT PROVIDED] REAKED HAVOK ON OUR INDUSTRY Caused us to re-think how we do reporting. (Remember when we used to be able to report on keywords)?? Image Source: http://searchengineland.com/post-prism-google-secure-searches-172487 @aaronfriedman
  22. 22. AND AGGRESSIVE ATTACKS FROM WEBSPAM ( @aaronfriedman )
  23. 23. YOU KNOW WHAT ABOUT KEYWORD DATA? GOOGLE TOOK IT AWAY Image sorce? http://mentalfloss.com/article/33497/8-government-conspiracy-theories-and-how-they-could-be-right @aaronfriedman
  24. 24. GOOGLE WAS TIRED OF PEOPLE CREATING CRAP CONTENT BECAUSE THE KEYWORDS SAID TO Image Source: http://blog.dlvr.it/wp-content/uploads/2012/03/1-content-is-king.jpg @aaronfriedman CONTENT IS KING
  25. 25. (INCREDIBLE) CONTENT IS ONLY KING WHEN PEOPLE RESPECT IT… CONTENT NEEDS TO BE OUTSTANDING @aaronfriedman CONTENT IS KING
  26. 26. 150 BLOG POSTS IN 50 DAYS CRAZY PANTS! - 800% Increase in inbound leads - 69% Increase in Organic Traffic - Signed more new customers than in any other 3 month period in company history @aaronfriedman
  27. 27. ! WE CAN DO THAT TOO After all, I had been pushing content is king. • We Chose a client • We started the journey • And we had some successes… @aaronfriedman
  28. 28. BUT JUST CONTENT ALONE CAN BE FLAT Image Source: http://firewhenreadypottery.com/wp-content/uploads/2012/04/4.26.12-Flat-Stanley-10.jpg @aaronfriedman
  29. 29. WE NEED THE STUFF Image Source: http://white.net/noise/23-reasons-to-improve-your-content-in-2013/ @aaronfriedman
  30. 30. And @aaronfriedman IS
  31. 31. DON’T JUST AND Where you share it is important Sharing what your audience wants is crucial @aaronfriedman
  32. 32. This is Where WIN This is the analysis part This is the marketing part Finding the balance between what users are looking for and what the page actually delivers. This is where content comes from. WHAT USER IS LOOKING FOR WHAT THE PAGE DELIVERS This part is f#*kin golden Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday @aaronfriedman
  33. 33. THAT’S HOW WE NEED TO BE THINKING @aaronfriedman
  34. 34. WHAT KIND OF CONTENT DO PEOPLE WANT? @aaronfriedman
  35. 35. FUN (THIS  www.flatvsrealism.com) @aaronfriedman
  36. 36. TIMELINESS MATTERS @aaronfriedman
  37. 37. MOVEMBER IN NOVEMBER We changed the logo and started talking with Waze and Cheetos @aaronfriedman
  38. 38. ADD VALUE TO THE COMMUNITY Creating Things People Can Use! • • • • 5858 Visits 8550 pageviews Avg time on page 4:18 ~1000 Downloads @aaronfriedman
  39. 39. TELL STORIES Image Source: http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/ @aaronfriedman
  40. 40. SHARE-WORTHY STORIES @aaronfriedman
  41. 41. MAKE A BLOG SERIES Milas Day Dreams • Write a blog series • Use images to tell stories @aaronfriedman
  42. 42. AFTER ALL, PICTURES ARE WORTH 1000 WORDS Source: http://kristinandkayla.blogspot.co.il/ @aaronfriedman
  43. 43. VIDEOS WORK TOO West Jet: Real Time Giving http://www.youtube.com/watch?v=zIEIvi2MuEk @aaronfriedman Nike: Make it Count – Casey Neistat http://www.youtube.com/watch?v=WxfZkMm3wcg
  44. 44. AND DON’T FORGET CROWDSOURCING Learn from Man At Arms Making legendary weapons, one request at a time @aaronfriedman
  45. 45. BUT WHERE DO Image Source: http://i2.wp.com/www.matteoduo.com/wp-content/uploads/2013/11/Newsletter-ideas.jpg?resize=740%2C481 @aaronfriedman COME FROM??
  46. 46. FOR STARTERS, DON’T RE-INVENT THE WHEEL (unless you are MIT) JUST RE-PURPOSE IT @aaronfriedman
  47. 47. RE-PURPOSE LONG BORING IDEAS Do a site search at Data.Gov to find: • long • boring • information Write-ups that you can synthesize into something more digestible and exciting. @aaronfriedman
  48. 48. OR CONSOLIDATE FROM Infographic consolidating data from multiple sources • Links • 1420 unique visits • @aaronfriedman More than half referral traffic SOURCES
  49. 49. AND BRAINSTORM WITH YOUR TEAM …. IT’S FUN …. & Beer Makes It REALLY FUN @aaronfriedman
  50. 50. A FEW YOU CAN USE TO HELP WITH @aaronfriedman
  51. 51. BRAINSTORM GENERATOR A great place to spark ideas: • Fill out the questionnaire • Click • Get a bajillion ideas • (some might be about poop, but they are related) http://www.contentideagenerator.com/ @aaronfriedman
  52. 52. SEO GADGET CONTENT IDEA GENERATOR Create Content people are looking for with this ‘SEO Gadget Tool’ Sources are from all over the web! Spreadsheet http://bit.ly/1icXHVa @aaronfriedman
  53. 53. Quora Scraper Answer Questions People Want Answered with this Quora Scraper. What conversations are happening around your: • product • service • industry http://bit.ly/1e4si09 Created by John Doherty http://www.johnfdoherty.com/tool-quora-rss-importer/ @aaronfriedman
  54. 54. UBERSUGGEST: AUTO COMPLETE Use Search Engine Data Find out what queries show up in auto-complete. Get content ideas based on queries that Google recognizes as additional variations. @aaronfriedman “Don’t Hit Enter”
  55. 55. USE SOCIAL DATA TO FIND TRENDING TOPICS Twitter, Facebook Google+… all amazing sources… I am going to let Merry talk more about that  @aaronfriedman
  56. 56. TO SUM UP • Valuable Content is King • Share Content Users Want • And get your creative juices flowing @aaronfriedman
  57. 57. AARON FRIEDMAN Director of SEO at @aaronfriedman www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman

×